Growing Into Our Future

PMA's new chairman of the board lays out the exciting changes afoot at the trade organization.

It's an honor and privilege to be the Produce Marketing Association's (PMA) new chairman of the board. I accept the position with great anticipation for our future as an association and as an industry. I offer heartfelt thanks to outgoing Chairman Mike O' Brien of St. Louis-based Schnuck Markets Inc. for his leadership and hard work. 2011 has been a banner year for creating a new standard of value for our members, from strengthening our government affairs programs to new food safety initiatives to investing in our future through PMA's Foundation for Industry Talent. Without the support of hundreds of our dedicated member volunteers, none of this would have been possible.

2011 has also been a year of change for our ever-evolving supply chain, from the introduction of new harvesting technologies in our fields, to new packaging and flavors available in our supermarket produce departments, and increased prominence for fruits and vegetables on restaurant menus. It now seems that the stars are aligned in our favor. Greater government focus on the importance of fresh produce in a healthy diet — like First Lady Michelle Obama's “Let's Move” campaign and the USDA's introduction of MyPlate, which advises consumers to reserve half their plates for fruits and vegetables — seems poised to inspire a new generation of health-conscious consumers uniquely interested in the flavor, health and value offered by our nutritious fruits and vegetables. In short, this means the opening of an even greater opportunity to increase consumption for industry and for the health of our nation.

Industry is now responding with new ways to communicate with our customers, partners and, of course, the consumer. More than ever, consumers are looking to the powerful and exploding use of social media, creating an entirely new generation of opportunities to connect to them, old and young alike. I'm particularly proud of PMA's support of the Center for Produce Safety as it released the results of its latest groundbreaking research designed to enhance the safety of our products.

We've seen so many recent changes, with so little time to adapt and grow. But wait: Isn't that what we do? Every season, we plant new seeds, we grow — it's what keeps us fresh. For six decades, PMA has stood by your side, delivering year-round value so you can adapt to change and take advantage of new opportunities. As you grow into this brave new future, PMA is growing with you.

A Shared Coal

No matter where you are in the supply chain, we all have the same goal: increased consumption of fresh fruits and vegetables worldwide. Achieving this goal requires access to timely information and pertinent contacts. Today, trends are as perishable as the products we grow, ship and sell. I'm convinced the search for the latest information to make our businesses better is the reason that so many of us “come home” every year to Fresh Summit; it's what keeps us growing, and for many, sets the tone for the upcoming year — 2012 begins at Fresh Summit.

If you come to Atlanta along with the rest of the supply chain, you will encounter the new PMA brand. It's more than a logo; it represents an entirely new approach to how we offer value to our members. It's a brand created by our members, for our members. I can't tell you how humbled I am to be representing the organization at this time.

This new vision has its roots in our latest strategic plan, developed and executed, of course, with member guidance. That plan paved the way for the new PMA, a new governance model, increased global efforts, a renewed focus on government affairs, and new industry and consumer research.

We've created an innovative PMA uniquely qualified to serve a fresh and growing industry. Members will have year-round access to relevant information on key industry issues and consumer insights, communications that employ new technologies to reach you wherever you are, enhanced networking, and new opportunities for member engagement. And, thanks to our volunteer involvement, this new customized approach to value is all based on, and connected to, what you tell us you need to grow your business.

Better Connections

Keeping pace with our ever-changing, dynamic marketplace necessitates a new platform beyond one week in October for connection and information — a platform where we can grow together all year long. Growing our business in today's complex marketplace means stronger and smarter connections. Our industry has long been more than just a label; we're about connection. We're distinct in how we connect with each other and how we connect consumers with our products. PMA aims to build on its unique structure of reaching across the supply chain, in the United States and around the world, to help businesses share best practices, trends and insights, and identify opportunities, overcome threats, stay competitive and grow.

PMA's presence in social media, from Facebook to Twitter to the newly launched PMA Xchange (PMA's social networking space), provides exceptional prospects for connections in our industry. Whether you're new to digital communications in social media or well versed in it, we're looking to help members understand what it is and bridge the gap for many who aren't yet comfortable in this arena. PMA Xchange provides an online platform for PMA members to engage with their community 24/7, as well as offering year-round opportunities for networking and visibility.

These aren't the only changes PMA has undertaken, and yet not everything is completely new. We persist in our commitment to invest in future connections one professional at a time, one student at a time. Through the PMA Foundation for Industry Talent, we continue to develop today's leaders throughout the global supply chain, while attracting bright new talent and nurturing the industry leaders of tomorrow.

Higher Consumption

Year-round relevant information shared through stronger continual connections will help us achieve our goal of increasing consumption. We'll be expanding the availability of research on consumer trends and industry innovation. Expect to see more focused value dedicated to helping our members better understand consumer expectations when it comes to our products.

Together, we can reach out to consumer media, health professionals and customers and help educate them with accurate information.

Consider what we have already accomplished on Food-service 2020. In only two years, we've reached thousands through editorials, feature articles, speaking opportunities and other public relations activities designed to increase foodservice produce usage. Along with the National Restaurant Association, we've educated members through webinars, executive study groups and trade shows about the initiative goals. We've seen groundbreaking results in a relatively short time: Mintel Menu Insights has named healthier eating as a top trend for 2011 and shows that menu items listed as healthy grew by 65 percent between 2009 and 2010. Additionally, the Foodservice 2020 work was recognized by Michelle Obama when she addressed the NRA board last fall.

Research is paving the way to understanding how foodservice drives produce sales. Data from Mintel Menu Insights shows that since 2007, fruit and vegetable menu mentions have increased 15.2 percent, with the greatest increase, of 7.1 percent, occurring since 2009. Fruit menu mentions grew more than 30 percent, again with the greatest growth occurring since 2009, and vegetable menu options increased 9.7 percent. Significant growth also occurred in mentions in kids' meals, with an increase of 77 percent for fruit and 33.5 percent for vegetables. We'll continue to work on helping members grasp how to take this information and adapt foodservice trends to retail.

Our commitment to child nutrition is reflected in our ongoing work with the National Fruit and Vegetable Alliance initiative to put salad bars into schools, and our development of the “Let's Move Salad Bars to Schools” toolkit. Additionally, through our support for the Produce for Better Health Foundation, we look to champion innovative programs to influence all segments of the population and their consumption of fresh fruits and vegetables.

Telling our Story

An important step toward increased consumption is to understand what consumers say about us and how they perceive our industry brand. We continue to grow consumer confidence by expanding our focus on strengthening food safety and building a food safety culture. The Alliance for Food and Farming has begun to take back our brand from falsehoods spread in the media on pesticide issues. Together, we can reach out to consumer media, health professionals and customers and help educate them with accurate information, like that on www.safefruitsandveggies.com.

For years now, PMA has asked the industry to tell its story as a way of establishing better connections with consumers. In a real sense, with our new brand, we are taking our own advice. We are now telling our story, adding a new chapter featuring programs and services tailor-made for the brave new world in which we all find ourselves.

Our story began more than 62 years ago, when a small group of members met in New York and decided on a founding principle: members first. Now it's your turn to add to PMA's story. I invite you to leave a message on PMA's Facebook page or on PMA Xchange. Let us know where you see our industry growing in the future, how PMA can support you and how we can support each other. Let's grow ... together.

The author is VP of produce for Houston-based Sysco Corp. and chairman of the board of the Produce Marketing Association in Newark, Del.